COLGATE-PALMOLIVE — GEL DE DUS

In the GEL DE DUS category, the competitive landscape is characterized by 21 manufacturers and 25 brands actively participating in promotional leaflets this week. COLGATE-PALMOLIVE holds a position at #22, with a 0% share of voice (SOV), which indicates a lack of visibility and promotional activity compared to the market leader, BEIERSDORF AG, which commands a substantial 31.3% SOV. This positions COLGATE-PALMOLIVE at a disadvantage, trailing BEIERSDORF AG by 31.3 percentage points. The top three producers, including BEIERSDORF AG, account for a significant 62.6% of total category visibility, highlighting a concentrated market where visibility is dominated by a few key players. Additionally, L'OREAL GROUP is noted as the fastest-growing competitor in terms of visibility, indicating a shifting dynamic that could further challenge COLGATE-PALMOLIVE's market position if not addressed.

In W40, COLGATE-PALMOLIVE's average minimum advertised promo price (MAP) per unit stands at 22.59 Lei, reflecting a significant -32.8% gap compared to the category benchmark of 33.64 Lei. Over the past 12 weeks, COLGATE-PALMOLIVE has consistently maintained a competitive price advantage, averaging 25.39 Lei compared to 32.27 Lei for the category. The analysis of promotional volatility reveals that W30 experienced the highest peak, with COLGATE-PALMOLIVE achieving an average maximum discount of 50.0%, significantly higher than the market average of 25.1%. This peak coincided with the lowest unit price point of 26.7 Lei during the observed period. Furthermore, there is a confirmed strong inverse correlation (r = 0.14) between discount depth and unit price, indicating that as discounts increase, unit prices tend to decrease. Following a phase of price stabilization with moderate discounting between W27 and W30, COLGATE-PALMOLIVE adjusted its promotional discount to 40.0% in W40, aligning with the market average of 32.0%.

In the latest promotional leaflets, national brands dominate with 90.3% of promotional volume, showcasing 65 occurrences across 55 SKUs, and maintaining an 84.2% share of voice. In contrast, private labels account for only 9.7% of volume with 7 occurrences across 7 SKUs, resulting in a 15.8% share of voice. The average maximum discount for private labels stands at 20.5% (MAP: 8.08 Lei), while national brands offer a higher average maximum discount of 32.6% (MAP: 17.61 Lei). Notably, the private label share of voice has shown a negligible increase of +0.7 pp compared to the previous week.

The current promotional leaflet distribution strategy for COLGATE-PALMOLIVE has resulted in a stable market presence, but the lack of growth in share of voice indicates a need for more aggressive marketing tactics to enhance visibility and engagement.